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Prada and Gentle Monster have announced their first collaborative collection, bringing together two brands that understand the power of looking slightly out of this world. Rather than simply placing two logos on a pair of sunglasses, the collaboration feels more like a meeting of atmospheres. Prada’s controlled elegance is filtered through Gentle Monster’s cinematic, hyper-surreal lens, resulting in a collection that plays with light, structure and drama.
The line-up features three eyewear designs, each built around sculptural lens shapes, three-dimensional details across the front and Gentle Monster’s titanium temples, finished with Prada’s iconic triangle logo. The silhouettes are polished but strange, refined but slightly unreal – the kind of sunglasses that look like they belong equally in a Milan showroom and inside a dream sequence.
The campaign, starring actor and Prada ambassador Kentaro Sakaguchi, leans fully into that feeling. Built around the concept of books, the visuals blur the boundary between reality and imagination, with five surreal forces – earth, water, fire, air and love – released from the fingertips.
Gentle Monster has become quite known for its fashion campaigns that look like short films rather than straightforward advertisements, and this collaboration is no exception. The result is a small cinematic universe: elegant, mysterious and charged with the feeling that something has just opened.
To mark the launch, Prada and Gentle Monster will also host a special exhibition featuring book-themed installations and futuristic objects, including a giant book installation, a sound system and a contemplative robot, bringing the campaign’s dreamlike world into physical form.
The Prada x Gentle Monster collection rolled out July 3 in stores in Tokyo and sequentially across select Asian regions, including the rest of Japan, South Korea, China and Hong Kong on July 7.
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